Measure Your Brand: Brand Equity and Brand Tracking Basics
Brand Equity, Valuation & Performance: leave with a brand-funnel tracking survey, baseline results and a brand-health dashboard.
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What this session would cover
Proposed outline — the mentor finalises the agenda once this topic is scheduled.
- 1Why brand equity, valuation & performance matters — the common problem: Brand spending is cut first because nobody can show what the brand is worth.
- 2Core concepts in plain language: Customer-based brand equity, financial brand valuation, awareness, familiarity, consideration, preference
- 3Going further: perceived quality, associations, loyalty, willingness to pay, price premiums, brand strength
- 4Framework walkthrough: Keller's Customer-Based Brand Equity Model, Aaker's Brand Equity Model
- 5Practical workflow, built live: A brand-funnel tracking survey, baseline results and a brand-health dashboard.
- 6How to measure it: Awareness, Consideration, Preference, Price premium, Guideline compliance
- 7An illustrative case (a fictional example, not a client result), then live Q&A on your own situation
Who it's for
- • Founders and business owners
- • Brand, marketing and design teams
- • Freelancers and agencies building brands for clients
You'd leave with
- A brand-funnel tracking survey, baseline results and a brand-health dashboard.
- A working understanding of Keller's Customer-Based Brand Equity Model and Aaker's Brand Equity Model
- A short list of measures to track: Awareness, Consideration, Preference
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